Our email open rate is really good, way above the education industry average. However, we are getting 0 clicks. We have one email for example that had an open rate of over 70%, but 0 clicks through to the content. We have gathered that yes our subject lines must be quite attention-grabbing, but then the content of the email is not delivering. Just wondering if anyone has any advice or has experienced this before?
With 58 contacts and that high of an open rate, 0 clicks are a bit unusual but not out-of-this-world unusual. An average click rate is around 2% (https://mailchimp.com/de/resources/email-marketing-benchmarks/), so with 58 contacts, you could generally expect 1 click. Considering a generally higher engagement based on your high open rate, it could be around 3-4.
So all in all, it's unusual but doesn't seem like anything's broken.
In terms of optimizing your email, you could probably streamline that a bit. Here are a few thoughts:
Take the quote as the headline. A reader will just have read the subject line which makes the headline redundant.
Potentially rephrase copy. Instead of describing what the school wanted, rephrase it as a "Learn how the school: [bullet point list] - reduced administration time - increased parent engagement - [third item because people love things that come in three]"
CTA with sharp corners, not round ones, feels a bit more fitting to the rest of your email.
Resize logo at the top (smaller), check whether CTA is visible before scrolling on mobile screen.
Add hyperlink to a suitable phrase in the introductory paragraph, also linking to the case study.
Let me know if you have any follow-up questions!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer
The recipient list for this example was small with just 58 contacts. 74.14% open rate and 0% click rate. From our experience targeting education/teachers the smaller email the better, but still not seeing the clicks through to the case study. Subject line was CASE STUDY: Westlands primary school kent
With 58 contacts and that high of an open rate, 0 clicks are a bit unusual but not out-of-this-world unusual. An average click rate is around 2% (https://mailchimp.com/de/resources/email-marketing-benchmarks/), so with 58 contacts, you could generally expect 1 click. Considering a generally higher engagement based on your high open rate, it could be around 3-4.
So all in all, it's unusual but doesn't seem like anything's broken.
In terms of optimizing your email, you could probably streamline that a bit. Here are a few thoughts:
Take the quote as the headline. A reader will just have read the subject line which makes the headline redundant.
Potentially rephrase copy. Instead of describing what the school wanted, rephrase it as a "Learn how the school: [bullet point list] - reduced administration time - increased parent engagement - [third item because people love things that come in three]"
CTA with sharp corners, not round ones, feels a bit more fitting to the rest of your email.
Resize logo at the top (smaller), check whether CTA is visible before scrolling on mobile screen.
Add hyperlink to a suitable phrase in the introductory paragraph, also linking to the case study.
Let me know if you have any follow-up questions!
Karsten Köhler HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer